Students were urged to put aside their subjective responses and to engage in systematic forms of analysis that would expose the “ hidden” ideologies of media texts, and thereby “ liberate” themselves from their influence (Buckingham 1998: 35). ” The result, Buckingham notes, was “ These forms of analysis were combined with detailed of the political economy of the media institutions. Discrimination on the grounds of cultural value was thus effectively replaced by a form of ideological demystification (1998: 35). ” Still, some experts point out that the British media continues to be less than perfect in nature, especially in terms of fairness when portraying gender.
Author David Gauntlett (2002), in his book, Media, Gender and Identity: An Introduction, points to an advertisement from 2000, and one that received regular advert airtime in the UK (2002: 75). The advert, focusing on a man’ s less than favorable reception of his absent wife’ s dinner left for him, a “ meal” presumably prepared by the absent wife – and one must wonder as to the nature of her absence; was it working – finds satisfying and sustaining “ . .
. a tin of Baxter’ s soup (2002: 75). ” Even in lieu of the acclaimed progress made in the British media, a single advertisement, repeatedly aired, gives rise, if nothing else, to speculation about the progress made towards equally portraying men and women in the British media. What drew question to, and cast suspicion upon, the move toward gender portrayal in the equal light, was the fact that the man who satisfied himself with the tin of Baxter’ s soup, was portrayed as “ . . . smart and professional-looking, so this did not appear to be one of the waves of “ laddish” adverts (2002: 75). ” However, Gauntlett concedes, “ The whole ad seemed to make no sense in the modern TV environment.
But that’ s the point – the ad was the exception (2002: 75), ” where once, under the Levite notion of media, it would have been the rule.
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